Couples’ Notions About Preconception Health: Implications for Framing Social Marketing Plans

Details

• Alternative Title:
  Am J Health Promot
• Personal Author:
  Lewis, Megan A. ; Mitchell, Elizabeth W. ; Levis, Denise M. ; Isenberg, Karen ; Kish-Doto, Julia
• Description:
  Purpose
  
  To understand couples’ notions of preconception health (PCH) and to inform the development of social marketing plans focused on PCH.
  
  Approach/Design
  
  We used a social marketing perspective to understand how couples considered PCH as a product, its potential price, how it should be promoted, and in what type of places it should be promoted. These variables are typically referred to as the four social marketing P’s.
  
  Setting
  
  Telephone interviews with couples recruited from a national database.
  
  Participants
  
  A total of 58 couples (116 individuals) were segmented by five couple segments based on pregnancy planning intention and current parental status in which the wife or partner was 18 to 44 years of age. The five segments were combined into three categories: couples who were planning pregnancies, couples who were not planning pregnancies, or couples who were recent parents (interconception).
  
  Method
  
  Couple-based structured interviews lasting approximately 45 to 60 minutes were conducted via telephone. Questions inquired about couples’ experience with PCH and the four social marketing P’s.
  
  Results
  
  Commonalities existed across the four social marketing P’s for the different couple segments. Notable couple-related themes that emerged included the importance of couple communication, support, and relationship quality. PCH was more relevant for couples planning a pregnancy, but nonplanning couples understood the benefits of PCH and related behaviors.
  
  Conclusion
  
  Couples may be an important target audience when considering social marketing approaches for PCH. Many couples perceived the relevance of the issue to important aspects of their lives, such as health, family, and their relationships.
  
  
• Keywords:
  Adolescent Adult Couples Female Health Focus: Preconception Health Health Knowledge, Attitudes, Practice Humans Male Outcome Measure: Knowledge And Perceptions About Preconception Health Preconception Care Preconception Health Prevention Research Qualitative Research Research Purpose: Descriptive Setting: Community Social Marketing Spouses Strategy: Social Marketing Target Population: Middle- To Low-income Couples With A Wife/Partner Of Childbearing Age Young Adult

  More +
• Source:
  Am J Health Promot. 2013; 27(3 0):S20-S27
• Pubmed ID:
  23286659
• Pubmed Central ID:
  PMC4487636
• Document Type:
  Journal Article
• Funding:
  CC999999/ImCDC/Intramural CDC HHSUnited States/
• Volume:
  27
• Collection(s):
  CDC Public Access
• Main Document Checksum:
  urn:sha256:38ae2dbd90f31baf7d855b6e65c38b90aae1925c9f188fb2186a997423e5b29e
• Download URL:
  https://stacks.cdc.gov/view/cdc/31942/cdc_31942_DS1.pdf
• File Type:
  [PDF - 140.42 KB ]